If you’ve been observing the mobile technology market (and not only) you have probably noticed that Samsung is a company that has managed to achieve a tremendous growth in the recent past. Their awareness and fan-base is growing at a steady pace but if recent reports are to be believed then the brand itself will undergo a major overhaul.

According to sources, in charge for the completely revamped Samsung brand will be Scott Bedbury, an American advertising executive formerly associated with Nike and Starbucks. The logo, as we know it now, will disappear, says the report, and the changes are likely to be unveiled at the upcoming CES 2013 early next year. One (unnamed) source went as far as to unveil that “even the advertising will change with products linked to lifestyle activities similar to what Nike does”.

How much of this will affect smartphone, phablets and tablets is yet unknown. Whether the overhaul will focus mainly on other consumer electronics or the entire product portfolio is still uncertain. We’ll let you know more as soon as we find out.